Supply Chain Management, VTU, Module 1

1. 1. Supply Chain Management Module 1 By Prof. Raghavendran Venugopal

2. 2. What is a Supply Chain? Prof. Raghavendran Venugopal, MBA Dept,2 Mijar
3. 3. What is a supply chain?  A supply chain consists of all the parties involved, directly or
indirectly, in fulfilling a customer request.  Supply chain management is a set of approaches
utilized to efficiently integrate suppliers, manufacturers, warehouses, and stores, so that
merchandise is produced and distributed at the right quantities, to the right locations, and at
the right time, in order to minimize system-wide costs while satisfying service level
requirements. Prof. Raghavendran Venugopal, MBA Dept,3 Mijar
4. 4. Supply Chain Supplier Manufacturer Distributor Retailer Customers Prof. Raghavendran
Venugopal, MBA Dept,4 Mijar
5. 5. The definition implies……  First, supply chain management takes into consideration
every facility that has impact on cost and plays a role in making the product conform to
customer requirements.  From supplier and manufacturing facilities through warehouses
and distribution centers to retailers and stores.  In supply chain analysis, it is necessary to
account for the suppliers’ suppliers and the customers’ customers because they have an
impact on supply chain performance. Prof. Raghavendran Venugopal, MBA Dept,5 Mijar
6. 6. The definition implies……  Second, the objective of the supply chain management is to
be efficient and cost-effective across the entire system.  Total system-wide costs, from
transportation and distribution to inventories of raw materials, work in process, and finished
goods are to be minimized. Prof. Raghavendran Venugopal, MBA Dept,6 Mijar
7. 7. The definition implies……  Thus the emphasis is not on simply minimizing transportation
cost or reducing inventories, but rather, on taking a systems approach to supply chain
management.  Finally, because supply chain management revolves around efficient
integration of suppliers, manufacturers, warehouses and stores, it encompasses the firm’s
activities at many levels, from strategic to the tactical and finally to the operational level Prof.
Raghavendran Venugopal, MBA Dept,7 Mijar
8. 8. Then there are other terms for SCM  Logistics Management  Value Chain management
 Demand Chain management Prof. Raghavendran Venugopal, MBA Dept,8 Mijar
9. 9. Typical Supply Chain Involves  Typical SC involves variety of stages and they are: 
Customers  Retailers  Wholesalers  Manufacturers  Raw material/OE manufacturers or
Suppliers Prof. Raghavendran Venugopal, MBA Dept,9 Mijar
10. 10. A Supply Chain Example… Keethi Stores Nilgiris RK Canteen Big B GOA Coke Hotel
Sagar End customer Heritage . HUL KAR HP Retail Kellogs Navami DELHI P&G WB Tier 1
suppliers State Local stores distributors Super market chains Prof. Raghavendran
Venugopal, MBA Dept,10 Mijar
11. 11. Supply Chain Management Supply Chain Management is the design and management
of processes across organizational boundaries with the goal of matching supply and demand
in the most cost effective way. Supply Demand Prof. Raghavendran Venugopal, MBA Dept,
Mission impossible: Matching Supply and Demand11 Mijar
12. 12. What makes Supply Chain Management Difficult?  Supply Chain strategies cannot be
determined in isolation. They are directly affected by another chain that most organizations
have, the development chain that includes the set of activities associated with new product
introduction.  At the same time, supply chain strategies also should be aligned with specific
goals of the organization, such as maximizing market share or increasing profit.  It is
challenging to design and operate a supply chain so that total system-wide costs are Prof.
Raghavendran Venugopal, MBA Dept,12 Mijar minimized, and system-wide service levels
are
13. 13. What makes Supply Chain Management Difficult?  Indeed, it is frequently difficult to
operate a single facility so that costs are minimized and service level is maintained.  The
 difficulty increases exponentially when an entire system is being considered. The process of
finding the system-wide strategy is known as global optimization.  Uncertainty and risk are
inherent in every supply chain,  Customer demand can never be forecast exactly, travel
times will never be certain, and13 machines and vehicles will breakdown. Prof.
Raghavendran Venugopal, MBA Dept, Mijar
14. 14. What makes Supply Chain Management Difficult?  Recent industry trends like
outsourcing, off- shoring, and lean manufacturing that focus on reducing supply chain costs,
significantly increase the level of risk in the supply chain.  Thus, supply chain needs to be
designed and managed to eliminate as much uncertainty and risk as possible as well as deal
effectively with the uncertainty and the risk that remain. Prof. Raghavendran Venugopal,
MBA Dept,14 Mijar
15. 15. The Development Chain  The development chain is the set of activities and processes
associated with new product information Prof. Raghavendran Venugopal, MBA Dept,15 Mijar
16. 16. The Development Chain  Specifically, the development chain includes decisions such
as: o product architecure o Make and buy decisions o Supplier selection o Early supplier
involvement o Strategic partnerships Prof. Raghavendran Venugopal, MBA Dept,16 Mijar
17. 17. Enterprise development and supply chains Product Architecture Plan/Design Make/Buy
Early Supplier development Strategic Partnerships Source Supplier Selection Supply
Contracts Supply Produce Distribute Sell Supply Prof. Raghavendran Venugopal, MBA Dept,
Chain17 Mijar
18. 18. Global Optimization – Factors that make it a challenging proposition 1. The supply chain
is a complex network of facilities dispersed over a large geography and in many cases all
over the globe. 2. Different facilities in the supply chain frequently have different, conflicting
objectives Prof. Raghavendran Venugopal, MBA Dept,18 Mijar
19. 19. Global Optimization – Factors that make it a challenging proposition  The supply chain
is a dynamic system that evolves over time. Customer demand characteristic changes over
time, supplier capabilities change over time  Even the supply chain relationships change
over time.  Customer power increases with increased demands for quality, variety and
customization Prof. Raghavendran Venugopal, MBA Dept,19 Mijar
20. 20. Global Optimization – Factors that make it a challenging proposition  System variations
over time – even when demand is certain (purchase agreements etc.) the planning process
needs to account for demand and cost parameters varying over time due to impact of
seasonal fluctuations, trends, advertising and promotions, competitor’s pricing strategies and
so forth. These variations make it difficult to develop the most effective supply chain system.
Prof. Raghavendran Venugopal, MBA Dept,20 Mijar
21. 21. Managing Uncertainty and Risk  Matching supply and demand is a major challenge 
Inventory and back-order levels fluctuate considerably across the supply chain  Forecasting
does not solve the problem  Demand is not the only source of uncertainty – delivery lead
times, manufacturing yields, transportation times and component availability also can have
significant impact on supply chain Prof. Raghavendran Venugopal, MBA Dept,21 Mijar
22. 22. Key issues in Supply Chain management  Distribution Network  Product design
Configuration  Information Technology and decision support  Supply Contracts systems 
Distribution strategies  Customer value  Supply chain  Smart Pricing integration and 
Local Issues strategic partnering  Inventory control  Outsourcing and Off-  Production
sourcing shoring strategies Prof. Raghavendran Venugopal, MBA Dept,22 Mijar
23. 23. The Objective of the Supply Chain  The objective of the supply chain should be to
maximize the overall value generated.  The value a supply chain generates is the difference
between what the final product is worth to the customer and the costs the supply chain incurs
in filling the customer’s request.  For most commercial supply chains, value will be strongly
correlated with supply chain profitability (also known as supply chain surplus)  Supply chain
profitability or surplus is the total profit that is shared across all supply chain stages or
 intermediaries. Prof. Raghavendran Venugopal, MBA Dept,23  The higher the supply chain
profitability, the more Mijar
24. 24. The importance of supply chain decisions  There is a close connection between the
design and management of supply chain flows (product, information and funds) and the
success of a supply chain.  Also failure can also be attributed to the failure is supply chain
design.  Many Indian retail outlets have busted or have truncated their business because of
inefficiencies that were existing in their supply chain design which led to a negative supply
chain surplus.  Wal-Mart, Dell Computer are few examples of companies that have built
their success on superior design, planning and operation of the supply chain. Prof.
Raghavendran Venugopal, MBA Dept,24 Mijar
25. 25. Decision Phases in a Supply Chain  Successful Supply Chain management requires
many decisions relating the flow of information, product and funds.  Supply chain design or
strategy  During this phase, given the marketing and pricing plans for a product a company
decides how to structure the supply over the next several years. Prof. Raghavendran
Venugopal, MBA Dept,25 Mijar
26. 26. Decision Phases in a Supply Chain  Supply chain planning  For decisions made during
this phase, the time frame considered is quarter to a year. This configuration establishes
constraints within which the planning must be done.  The goal of planning is to maximize
the supply chain surplus that can be generated given the constraints established during the
during the strategic phase or the design phase.  Companies start the planning phase with a
forecast for the coming year (or comparable time frame.) of demand in different markets. 
Planning includes making decisions regarding which markets will be supplied by which
locations, whether subcontracting will be employed or which type inventory Prof.
Raghavendran Venugopal, MBA Dept,26 Mijar policy will be adopted etc
27. 27. Decision Phases in a Supply Chain  Supply chain planning  In the planning phase the
companies must include uncertainty in demand, exchange rates, and competition over this
time horizon in their decisions.  Given a shorter time frame and better forecasts than the
design phase, companies in the planning phase try to incorporate any flexibility built into the
supply chain in the design phase and exploit it to optimize operations. Prof. Raghavendran
Venugopal, MBA Dept,27 Mijar
28. 28. Decision Phases in a Supply Chain  Supply Chain Operations  The time horizon here
is weekly or daily, and during this phase companies make decisions regarding individual
customer orders.  At the operational level, supply chain configuration is considered fixed
and planning policies are already defined.  The goal of supply chain operations is to handle
incoming customer orders in the best possible manner  During this phase, firms allocate
inventory or productions to individual orders, set a date than an28 order is to be filled. Prof.
Raghavendran Venugopal, MBA Dept, Mijar
29. 29. Decision Phases in a Supply Chain  Supply Chain Operations  Generate pick up lists
at a warehouse, allocates an order to a particular shipping mode and shipment, set delivery
schedules of trucks, and place replenishment orders.  Because operational decisions are
being made in the short term (minutes, hours or days), there is less uncertainty about
demand information  Given the constraints established by the configuration and planning
policies the goal during the operation phase is to exploit the reduction of uncertainty and
optimize performance. Prof. Raghavendran Venugopal, MBA Dept,29 Mijar
30. 30. Process of Views of Supply Chain  Cycle View: The processes in the supply chain are
divided into a series of cycles each performed at the interface between two successive
stages of the supply chain.  Push/Pull view: The processes in the supply chain are divided
into two categories depending on whether they are executed in response to a customer
order or in anticipation of the customer order. Prof. Raghavendran Venugopal, MBA Dept,30
Mijar
31. 31. Process of Views of Supply Chain  Pull processes are initiated by a customer order.
Whereas push processes are initiated and performed in the anticipation of customer orders.
Prof. Raghavendran Venugopal, MBA Dept,31 Mijar
32. 32. Cycle View of a Supply Chain  The processes in a supply chain are divided into a series
of cycles, each performed at the interface between two successive stages. Prof.
Raghavendran Venugopal, MBA Dept,32 Mijar
33. 33. Cycle View of Supply Chain Processes  Customer order cycle Customer order cycle 
Replenishment cycle Replenishment Cycle  Manufacturing cycle Manufacturing 
Procurement Cycle Cycle Procurement Cycle Prof. Raghavendran Venugopal, MBA Dept,33
Mijar
34. 34. Push/Pull View  The processes in a supply chain are divided into two categories
depending on whether they are executed in response to a customer order or in anticipation
of customer orders.  Pull processes are initiated on customer order, whereas push
processes are initiated and performed in anticipation of customer orders. Prof.
Raghavendran Venugopal, MBA Dept,34 Mijar
35. 35. Push/Pull Processes Customer order Customer cycle Pull Processes Retailer
Replenishment and Manufacturing Cycle Manufacturer Push Processes Procurement Cycle
Prof. Raghavendran Venugopal, MBA Dept,35 Mijar
36. 36. Process View of Supply Chain  Each cycle occurs at the interface between two
successive stages of the supply chain  Which means that there are four supply chain
process between five stages.  Not every supply chain will have all the four cycles clearly
separated Prof. Raghavendran Venugopal, MBA Dept,36 Mijar
37. 37. Process View of Supply Chain Customer Customer order cycle Retailer Replenishment
Cycle Distributor Manufacturing Cycle Manufacturer Procurement Cycle Prof. Raghavendran
Venugopal, MBA Dept, Supplier37 Mijar
38. 38. Sub-Process in each Supply Chain Process Cycle  Within each cycle, the goal of the
buyer is to ensure product availability and to achieve economies of scale in ordering.  Even
though each cycle has the same basic sub- processes, there are few differences between
cycles.  In the customer order cycle, demand is external to the supply chain and thus
uncertain  In all other cycles order placement is uncertain but can be projected based on
policies followed by the particular chain stage.  The difference across cycles relate to the
scale of an order. Prof. Raghavendran Venugopal, MBA Dept,38  Mijar For example, in the
procurement cycle, a tire supplier to an automotive manufacturer is known.
39. 39. Sub-Process in each Supply Chain Process Cycle  The cycle view clearly specifies the
roles of each member of the supply chain.  The detailed process description of a supply
chain in the cycle view forces a supply chain designer to consider the infrastructure required
to support these processes Prof. Raghavendran Venugopal, MBA Dept,39 Mijar
40. 40. Sub-Process in each Supply Chain Process Cycle  Each cycle consists of six sub-
processes Supplier Stage markets Buyer returns reverse flows to products supplier or third
party Buyer Stage Buyer Stage places order Receives Supply Supplier Stage receives order
Supplier Stage supplies order Prof. Raghavendran Venugopal, MBA Dept,40 Mijar
41. 41. Supply Chain Macro Process in a firm  Two process views can be viewed into three
macro process and they are:  Customer Relationship Management (CRM)  Internal SCM
(ISCM)  Supplier Relationship Management (SRM) • Source, Negotiate, Buy/Make SRM •
Design, Supplier Collaboration • Strategic , Demand & Supply Planning ISCM • Fulfillment,
Field Service • Market, Price, Sell CRM • Call Center & Order Management Prof.
Raghavendran Venugopal, MBA Dept,41 Mijar
42. 42. Supply Chain Performance Achieving Strategic Fit and Scope
43. 43. Competitive & SC Strategies  A company’s competitive strategy defines relative to its
competitors, the set of customer needs that it seeks to satisfy through its products and
services.  Targets one or more customer segments and provides products and services to
 satisfy the customer’s needs. New Product Sales & Operations Distribution Service
Development Marketing Finance, Accounting, Information Technology, Human Resources
Value Prof. Raghavendran Venugopal, MBA Dept, Chain for a typical organization43 Mijar
44. 44. Competitive Strategy  For Example:  Big Bazaar competitive strategy is to provide its
customers goods at the lowest possible price (vis-à- vis competitors).  Acer’s competitive
strategy is to provide value for money to its customers with an effective and well- accessible
after sales service. Prof. Raghavendran Venugopal, MBA Dept,44 Mijar
45. 45.  All functions play important role and each must develop its own strategy.  Product
Development Strategy  Marketing and sales Strategy  Logistics/ Supply chain strategy.
Prof. Raghavendran Venugopal, MBA Dept,45 Mijar
46. 46. Competitive Advantages by SCM Company utilization of all resources Competitors
Customers utilization of all Needs & Wants resources Prof. Raghavendran Venugopal, MBA
Dept,46 Mijar
47. 47. Competitive Advantages by SCM  Companies shall have productive advantages or
Value advantages. Major companies shall have both.  Productivity Advantage. Cost per unit
Summative volume  Value Advantages Service Leader (C) Cost & Service Leader (D)
Product Market (A) Cost Leader (B) Prof. Raghavendran Venugopal, MBA Dept,47 Mijar
48. 48. Supply chain strategies Technology Integration Strategy SC Demand stream
Collaboration Strategy Frame Strategy work Customer Service Strategy Prof. Raghavendran
Venugopal, MBA Dept,48 Mijar
49. 49. Collaboration strategy:  Opportunities among business partners.  Three types of
business collaborations.  Manufacturer or Supplier Collaborations  Manufacturer or
Customer Collaborations  3PL’s & 4PL’s providers Customer Service Strategy:  Directly
proportional to the service rendered by the organizations.  Customer Segmentation 
Returns managing  Cost to serve Technology integration strategy Demand Stream Strategy
Prof. Raghavendran Venugopal, MBA Dept,49 Mijar
50. 50. Achieving Strategic Fit & Meaning of Strategic Fit  For any company to be successful its
supply chain strategy and competitive strategy must fit together  It means that both the
competitive and supply chain strategies have aligned goals.  It refers to consistency
between customer priorities that the competitive strategy hopes to satisfy and the supply
chain capabilities that the supply chain strategy aims to build.  All processes and functions
that are part of a company’s value chain contribute to its success or failure  These
processes and functions do not lead to the operate in isolation  No one processes or
function can ensure the chain’s success.  Failure at any one process or function, however,
may lead50 to failure of Prof. Raghavendran Venugopal, MBA Dept, Mijar
51. 51. How strategic Fit achieved? The following steps shall support to achieve the strategic fit.
 Understanding the Customer and Supply Chain uncertainty.  Understanding the supply
chain capabilities.  Achieving strategic fit Prof. Raghavendran Venugopal, MBA Dept,51
Mijar
52. 52. Understanding the Customer and Supply Chain uncertainty To understand the customer,
a company must identify the needs of the customer segment being served.  The quantity of
the product needed in each lot.  The response time the customers are willing to tolerate. 
The variety of products needed.  The service level required.  The price of the product. 
The desired rate of innovation of the product. Prof. Raghavendran Venugopal, MBA Dept,52
Mijar
53. 53. Implied Demand Uncertainty  This does not mean uncertainty in overall demand but
uncertainty in demand which the company seeks to satisfy.  Range of quantity required
increases  Lead Time Decreases  Increases because wider range of the quantity required
implies greater variance in demand.  Increase because there is less time in which to react
to orders.  Variety of products required increases  Number of channels through which
product may be acquired increases Prof. Raghavendran Venugopal, MBA Dept,53 Mijar
54. 54. Implied Demand Uncertainty  Increase because demand per product becomes more
disaggregate  Increase because the total customer demand is now disaggregated over
more channels.  Rate of Innovation Increases  Required service level increases 
Increase because new products tend to have more uncertain demand  Increase because
the firm has to handle unusual surges in demand Prof. Raghavendran Venugopal, MBA
Dept,54 Mijar
55. 55. The Implied Uncertainty (Demand and Supply) Spectrum Predictable Supply and
uncertain demand or uncertain Highly uncertain Predictable Supply supply and predictable
supply and and Demand demand or somewhat demand uncertain supply and demand Salt
at a An existing A newSupermarket automobile communication demand device Prof.
Raghavendran Venugopal, MBA Dept, 55 Mijar
56. 56. Understanding the supply chain capabilities  Supply chain responsiveness implies the
following:  Response to wide ranges of quantities demanded  Meet short lead times 
Handle a large variety of products  Build highly innovative products  Meet a high service
level  Handle supply uncertainty Prof. Raghavendran Venugopal, MBA Dept,56 Mijar
57. 57. The cost-responsive efficient frontier  It is the curve showing the lowest possible cost for
a given level of responsiveness Prof. Raghavendran Venugopal, MBA Dept,57 Mijar
58. 58. Responsiveness High Low Prof. Raghavendran Venugopal, MBA Dept, High Low58 Mijar
Cost
59. 59. Responsiveness Spectrum Somewhat Somewhat HighlyHighly Efficient efficient
responsive responsive Local Apparel: A Big Bazaar:Integrated traditional make- Most
automotive ChangingTextile Mills: to-stock production: merchandiseProduction manufacturer
delivering a mix and byscheduled with production large variety of location andweeks or
months lead time of products in a time of the dayin advance with several weeks couple of
weekslittle variety orflexibility Prof. Raghavendran Venugopal, MBA Dept, 59 Mijar
60. 60. Step 3: Achieving Strategic Fit  After mapping the level of implied uncertainty and
understanding the supply chain position on the responsiveness spectrum, the third and final
step is to ensure that the degree of supply chain responsiveness is consistent with the
implied uncertainty.  The goal is to target high responsiveness for a supply chain facing
high implied uncertainty.  The relationship is represented by the “Zone of Strategic Fit”. 
Increasing implied uncertainty from the customers and supply sources is best served by
increasing Prof. Raghavendran Venugopal, MBA Dept,the supply chain. responsiveness
from60 Mijar
61. 61. Zone of Strategic Fit Responsive Supply Chain Responsive Spectrum Efficient Supply
Chain Certain Implied Uncertain Demand Uncertainty Demand Spectrum Prof.
Raghavendran Venugopal, MBA Dept, 61 Mijar
62. 62. Zone of Strategic Fit Responsive Responsive Spectrum Efficient Product Implied Product
Maturity Uncertainty Introduction Spectrum Prof. Raghavendran Venugopal, MBA Dept, 62
Mijar
63. 63. Comparison of efficient and responsive supply chains Efficient Supply Chain Responsive
Supply Chain Primary Goal Supply demand at the Respond quickly to lowest cost demand
Product Design Maximizing Create modularity to Strategy performance at a allow
postponement of minimum product cost product differentiation Pricing strategy Lower
Margins Higher Margins because price is the because price is not prime customer driver the
prime customer driver Prof. Raghavendran Venugopal, MBA Dept,63 Mijar
64. 64. Comparison of efficient and responsive supply chains Efficient Supply Chain Responsive
Supply Chain Manufacturing Lower costs through Maintain capacity Strategy higher
utilization flexibility to buffer against demand and supply uncertainty Inventory Strategy
Minimize inventory to Maintain buffer lower cost inventory to deal with demand/supply
uncertainty Lead time strategy Reduce, but not the Reduce aggressively, expense of costs
even if costs are significant Prof. Raghavendran Venugopal, MBA Dept,64 Mijar
65. 65. Comparison of efficient and responsive supply chains Efficient Supply Chain Responsive
Supply Chain Supplier Strategy Select based on cost Select based on and quality speed,
flexibility, reliability and quality Transport Strategy Lowest Cost mode Fastest means of
available delivery depending on needs Prof. Raghavendran Venugopal, MBA Dept,65 Mijar
66. 66. Other Issues Affecting Strategic Fit  Multiple Products and Customer Segments 
Product Life Cycle  Changing Customer Expectation  Issues on Globalization  Supply
Chain uncertainty  Competitive Changes over time horizon Prof. Raghavendran Venugopal,
MBA Dept,66 Mijar
67. 67. Expanding Strategic Scope  A key issue relating to strategic fit is the scope, in terms of
supply chain stages, across which the strategic fit applies.  Scope of strategic fit refers to
the functions within the firm and stages across the supply chain that devise an integrated
strategy with a shared objective.  At one extreme, every operation within each functional
area devises its own independent strategy with the objective of optimizing its individual
performance.  At the opposite extreme, all functional areas across all stages of the supply
chain devise Prof. Raghavendran Venugopal, MBA Dept,67 strategy jointly with a common
objective of Mijar
68. 68. Obstacles in Achieving Strategic Fit  Increase in Product  Decreasing PLC’s Variety. 
Division of SC  High Demand Ownership Customers  Difficulty in Executing 
Globalization New Strategies  Silo mentality  Diminishing SC  Lack of confidence &
Visibility Knowledge. Prof. Raghavendran Venugopal, MBA Dept,68 Mijar
69. 69. Supply Chain Drivers & Metrics
70. 70. Drivers of Supply Chain Performance  Facilities  places where inventory is stored,
assembled, or fabricated  production sites and storage sites  Inventory  raw materials,
WIP, finished goods within a supply chain  inventory policies  Transportation  moving
inventory from point to point in a supply chain  combinations of transportation modes and
routes  Information  data and analysis regarding inventory, transportation, facilities
throughout the supply chain  potentially the biggest driver of supply chain performance 
Sourcing  functions a firm performs and functions that are outsourced  Pricing  Prof.
Raghavendran Venugopal, MBA Dept, Price associated with goods and services provided by
a firm to the supply70 chain Mijar
71. 71. A Framework for Structuring Drivers Competitive Strategy Supply Chain Strategy
Efficiency Responsiveness Supply chain structure Logistical Drivers Facilities Inventory
Transportation Information Sourcing Pricing Cross Functional Drivers Prof. Raghavendran
Venugopal, MBA Dept,71 Mijar
72. 72.  Role in the supply chain  Role in the competitive strategy  Components of Drivers
decisions Prof. Raghavendran Venugopal, MBA Dept,72 Mijar
73. 73. Facilities Role in the supply chain  the “where” of the supply chain  manufacturing or
storage (warehouses) Role in the competitive strategy  economies of scale (efficiency
priority)  larger number of smaller facilities (responsiveness priority) Prof. Raghavendran
Venugopal, MBA Dept,73 Mijar
74. 74. FacilitiesComponents of Facilities Decisions Location  centralization (efficiency) vs.
decentralization (responsiveness)  other factors to consider (e.g., proximity to customers)
Capacity (flexibility versus efficiency) Manufacturing methodology (product focused versus
process focused) Warehousing methodology (SKU storage, job lot storage, cross-
docking) Overall trade-off: Responsiveness versus efficiency Prof. Raghavendran
Venugopal, MBA Dept,74 Mijar
75. 75. Inventory Role in the Supply Chain  Inventory exists because of a mismatch between
supply and demand  Source of cost and influence on responsiveness  Impact on 
material flow time: time elapsed between when material enters the supply chain to when it
exits the supply chain  throughput  rate at which sales to end consumers occur  I = RT
 (Little’s Law)  I = inventory; R = throughput; T = flow time  Example Prof. Raghavendran
Venugopal, MBA Dept, “synonymous”  Inventory and throughput are in a supply chain75
Mijar
76. 76. Inventory Role in Competitive Strategy  If responsiveness is a strategic competitive
priority, a firm can locate larger amounts of inventory closer to customers  If cost is more
important, inventory can be reduced to make the firm more efficient  Example: Economies
of Scale Prof. Raghavendran Venugopal, MBA Dept,76 Mijar
77. 77. Inventory Components of Inventory Decisions  Cycle inventory  Average amount of
inventory used to satisfy demand between shipments  Depends on lot size  Safety
inventory  inventory held in case demand exceeds expectations  costs of carrying too
much inventory versus cost of losing sales  Seasonal inventory  inventory built up to
counter predictable variability in demand  cost of carrying additional inventory versus cost
of flexible production  Overall trade-off: Responsiveness versus efficiency  more inventory:
greater responsiveness but greater cost  less inventory: lower cost but lower
responsiveness Prof. Raghavendran Venugopal, MBA Dept,77 Mijar
78. 78. Transportation Role in the supply chain  Moves the product between stages in the
supply chain  Impact on responsiveness and efficiency  Faster transportation allows
greater responsiveness but lower efficiency  Also affects inventory and facilities Prof.
Raghavendran Venugopal, MBA Dept,78 Mijar
79. 79. Transportation Role in the competitive strategy  If responsiveness is a strategic
competitive priority, then faster transportation modes can provide greater responsiveness to
customers who are willing to pay for it  Can also use slower transportation modes for
customers whose priority is price (cost)  Can also consider both inventory and
transportation to find the right balance Prof. Raghavendran Venugopal, MBA Dept,79 Mijar
80. 80. Transportation Components of transportation decisions  Mode of transportation:  air,
truck, rail, ship, pipeline, electronic transportation  vary in cost, speed, size of shipment,
flexibility  Route and network selection  route: path along which a product is shipped 
network: collection of locations and routes  In-house or outsource  Overall trade-off:
Responsiveness versus efficiency Prof. Raghavendran Venugopal, MBA Dept,80 Mijar
81. 81. Information Role in the supply chain  The connection between the various stages in the
supply chain – allows coordination between stages  Crucial to daily operation of each stage
in a supply chain – e.g., production scheduling, inventory levels Role in the competitive
strategy  Allows supply chain to become more efficient and more responsive at the same
time (reduces the need for a trade-off)  Information technology  What information is most
valuable? Prof. Raghavendran Venugopal, MBA Dept,81 Mijar
82. 82. Information Components of information decisions  Push (MRP) versus pull (demand
information transmitted quickly throughout the supply chain)  Coordination and information
sharing  Forecasting and aggregate planning  Enabling technologies  EDI  Internet 
ERP systems  Supply Chain Management software  Overall trade-off: Responsiveness
versus efficiency Prof. Raghavendran Venugopal, MBA Dept,82 Mijar
83. 83. Sourcing Role in the supply chain  Set of business processes required to purchase
goods and services in a supply chain  Supplier selection, single vs. multiple suppliers,
contract negotiation Role in the competitive strategy  Sourcing decisions are crucial
because they affect the level of efficiency and responsiveness in a supply chain  In-house
vs. outsource decisions- improving83 efficiency and responsiveness Prof. Raghavendran
Venugopal, MBA Dept, Mijar
84. 84. Sourcing Components of sourcing decisions  In-house versus outsource decisions 
Supplier evaluation and selection  Procurement process  Overall trade-off: Increase the
supply chain profits Prof. Raghavendran Venugopal, MBA Dept,84 Mijar
85. 85. Pricing Role in the supply chain  Pricing determines the amount to charge customers in
a supply chain  Pricing strategies can be used to match demand and supply Role in the
competitive strategy  Firms can utilize optimal pricing strategies to improve efficiency and
responsiveness  Low price and low product availability; vary prices by response times Prof.
Raghavendran Venugopal, MBA Dept,85 Mijar
86. 86. Pricing Components of pricing decisions  Pricing and economies of scale  Everyday
low pricing versus high-low pricing  Fixed price versus menu pricing  Overall trade-off:
Increase the firm profits Prof. Raghavendran Venugopal, MBA Dept,86 Mijar
87. 87. Obstacles to Achieving Strategic Fit  Increasing variety of products  Decreasing
product life cycles  Increasingly demanding customers  Fragmentation of supply chain
ownership  Globalization  Difficulty executing new strategies Prof. Raghavendran
Venugopal, MBA Dept,87 Mijar